Effective PR counselors understand the business that they represent as well as do their peers in the executive suite, and they work with them to meet the needs of the company’s multiple stakeholders. They adopt a businessperson’s perspective, not a journalist’s. Good press is not an end in itself, and bad press is not to be avoided at any cost — certainly not at the cost of lying. Effective PR counselors know how to balance a business’s interests with those of its stakeholders to help its leaders find win-win solutions.
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